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Learn More →US Social Commerce Forecast 2026
Creators, TikTok Shop, and Gen Z Power Momentum
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Table of Contents
Executive Summary
AI, creators, and TikTok are boosting social commerce
TikTok Shop is a massive bright spot for the platform
Instagram will steadily gain ground while Marketplace powers Facebook’s growth
Pinterest’s pivot to shopping is paying off
Live shopping is finally beginning to break through
Recommendations for marketers
EMARKETER Interviews
Sources
Media Gallery
About This Report
Social commerce has hit a turning point as creators, younger shoppers, and built-in checkout push spending higher. Growth is accelerating, but it’s uneven—favoring platforms and strategies that turn attention into action.
Table of Contents
Executive Summary
AI, creators, and TikTok are boosting social commerce
TikTok Shop is a massive bright spot for the platform
Instagram will steadily gain ground while Marketplace powers Facebook’s growth
Pinterest’s pivot to shopping is paying off
Live shopping is finally beginning to break through
Recommendations for marketers
EMARKETER Interviews
Sources
Media Gallery
US social commerce is evolving as creator-led shopping and younger buyers drive sales higher. Growth is concentrating on platforms and features that convert discovery into purchases.
Key Question: How will users shop and spend across social networks this year and beyond?
Key Stat: Over half of social buyers (51%) in the US will shop on TikTok this year, per our forecast.
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authors
Minda Smiley
Contributors
- Rahul Chadha
- Director, Report Editing
- Nikolai Dineros
- Zach Goldner
- Senior Forecasting Analyst
- Oscar Orozco
- Senior Director, Forecasting
- Matt Torpey
- Senior Chart Editor
- Max Willens
- Yoram Wurmser
- Principal Analyst
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